I still remember walking while holding my dad’s hand every time he went to the market.
We used to go twice a day. Once in the morning to get fresh milk for chai, and again in the evening to pick up vegetables for dinner.
The market was full of noise, smells, and familiar shopkeepers who always gave me a toffee if I smiled. As I grew up, my parents slowly trusted me with small grocery trips.
I would tuck a crisp fifty-rupee note safely in my pocket, hold the list tight in my hand, and feel proud when I came back with the right change and the right things.
That world felt slow but full of charm. Today, Blinkit has changed how groceries work, but they have kept the warmth alive in a new way. They don’t just deliver fast.
They have made their brand a part of people’s daily moments, just like those old grocery runs. Only now, the stories come through social media, packaging, memes, and timing.
Blinkit, which started as Grofers, didn’t just change its name.
It changed the way people thought about grocery shopping.
In the early days, Grofers was about discounts and offers. But after becoming Blinkit, the brand stopped talking about saving money and started talking about saving time.
That one shift helped them stand out in a space crowded with big names like BigBasket, Zepto, and Swiggy Instamart.
Their new yellow color, short and smart ads, and promise of 10-minute delivery helped build strong brand recall. [Read more in part 1.]
Fundamentals remain the same, but as the brand evolved, so did its marketing strategies. And we are looking at that today, in part 2.
Current Marketing Strategies of Blinkit
1. Blinkit Turned Speed into a Brand Personality
When Blinkit promised to deliver groceries in minutes, it did not stop at this as just a feature. The company made it part of its identity.
From its name change (Grofers to Blinkit = blink and it’s at your door) to its app experience, they shaped everything to remind users that Blinkit means fast.
For example, this is how they show up in search results:
And this is how the delivery time is updated based on the chosen location. My groceries get delivered in 10 minutes when I choose Mumbai (without a specific area).
2. Their Delivery Bags Became Storytellers
In April 2024, Blinkit started using brown paper bags with fun and creative drawings. Aniruddh Mehta, an Indian artist, designed some of these bags.
Each bag came with simple sketches of everyday moments, like a child hiding snacks, a family sharing food, or seasonal drawings.
These drawings made people smile and reminded them of home. Many liked the bags so much that they began sharing pictures of them online.
All this happened without any paid promotion, making the brand even more unique.
The most interesting part was how Blinkit used something as typical as a paper bag to tell stories. These bags helped Blinkit connect with customers in a personal way.
They tap into nostalgia.
Instead of seeing the bag as trash, people saw it as a piece of art they could keep or share.
Blinkit made their packaging a form of free advertising, building an emotional connection and brand recall by turning their delivery bags into storytellers…. All at the same time.
And that helped them stand out from other delivery apps.
3. Blinkit Became Everyone’s Bestie on Social Media
Blinkit’s social media strategy was not just about selling groceries. It was about making people feel like the brand was their funny, caring e-friend.
That indicates people enjoyed talking to them. Blinkit also partnered with Zomato, Netflix India, and Swiggy to create joint posts that people loved sharing.
These partnerships increased engagement and helped Blinkit stay visible even to people who were not its regular customers.
By responding fast, using real-time trends, and sounding human, Blinkit made social media a daily touchpoint.
It was not always about promoting offers but about building relationships. That helped the brand stay top of mind with little focus on traditional advertising.
4. They Market Products Like Micro-Memes
Blinkit never shows products in a boring way. Instead of using regular ads, they turn simple grocery items into fun and relatable content.
This strategy is micro-meme marketing, where lines tag along with everyday products that match current moods, jokes, or trending topics. Here’s one:
For example, during the 2023 mango season, Blinkit used short lines like “Haters will say it’s too early for mangoes” on their app and social media.
That made people laugh and also made them want to order the product quickly.
And look at their packaging in the mango season:
It feels like a friend making a joke. That is why people share these posts quickly. Blinkit turned groceries into content and content into commerce.
One small meme at a time.
